The multimillion-dollar effort includes media relations, social media outreach, and high-profile events aimed at positioning Samsung as a leader in home entertainment.
“This was so much more than a product launch,” said Peggy Ang, VP of marketing communications for Samsung Electronics America, in an e-mail. “This was about getting people excited about an entirely new home entertainment experience.”
The global launch of the high-definition 3D LED TV kicked off March 10 in Times Square with a surprise performance by the Black Eyed Peas and an introduction from Avatar director James Cameron.
The concert also included a VIP event at a branded showroom, called the Samsung Experience, where a sneak peak of the footage from the concert was shown in 3D. Outlets like T3.com covered the sneak preview.
Footage from the Black Eyed Peas' The END World Tour will be used in bundled 3D Blu-ray promotions with the 3D TVs later this year.
Weber Shandwick is providing support for the launch, along with sister firm Jack Morton Worldwide, said Tim Fry, EVP and global account lead at the firm. Weber Shandwick is AOR for Samsung's Visual Display Business Unit and Consumer Electronics Division
The two firms also negotiated the Black Eyed Peas partnership for the launch. The day before the concert, Samsung held a traditional press conference for entertainment and technology reporters.
At the press event, Boo-Keun Yoon, president of the Visual Display Business Unit at Samsung, and Jeffrey Katzenberg, CEO of DreamWorks Animation, announced that 3D versions of the Shrek movies would be made exclusive to Samsung customers.
“That gave the technology media a chance to experience the product right there and get all the background information they needed," said Fry, "as we told them the TVs would be made available to the public later in the week."WS is also helping build buzz through Samsung's Twitter account and Facebook page. In addition to North America, the firm is handling PR for the launch of the Samsung 3D TVs in Germany, Italy, and Australia.